While some fans have voiced frustration over Superman hitting digital just 35 days after release, there’s a case to be made that Warner Bros. is making the right move.
A lot of fans are going ballistic about the early release, which hits this Friday, August 15. You have the Snyder Cultists celebrating, and then there are those fans worried the early release signals the newly launched DCU is in trouble.
However, let’s take a more optimistic approach to the Superman early digital release, which actually might be the right call.
Domestic Gains at This Stage Are Minimal
If we compare Superman’s current run to The Batman (2022), the numbers tell the story.
After a similar point in its release window, The Batman only managed to pull in another $20 million domestically before leaving theaters.
With Superman now past its peak earning weeks, the likelihood of significant domestic gains is slim.
We can also add that Superman dominated the domestic box office this summer, even outperforming Jurassic World Rebirth.
International Box Office Has Stalled
That said, the overseas markets have dried up for Gunn’s Superman. The film’s international total is far below The Batman’s $400+ million haul and isn’t showing signs of a rebound.
With little left to earn abroad, the focus shifts to other revenue streams, including digital sales, which are next in line, followed by physical releases, and eventually ending up on HBO Max.
Getting Ahead of the Competition
We can also argue that releasing early gives Superman a head start before a crowded release slate hits.
Paramount’s Mission: Impossible and Apple/Disney’s F1 movie are set to hit digital in the coming weeks.
Dropping Superman on digital now ensures it can maximize home market sales and rentals before those heavy hitters arrive. The marketing campaign is also in full swing and includes an hour-long BTS documentary.
Following a Proven Model
Universal recently tested a similar strategy with Jurassic World Rebirth, releasing it on digital just 35 days after theatrical.
That film still pulled in around $7 million domestically a week after the digital launch, perhaps proof that theaters can still generate late-run revenue even after home release.
WB appears to be taking a page from that playbook.
Get it while it’s hot
With diminishing box office returns, stalled international numbers, and major competition on the horizon, moving Superman to digital now could capture demand while it’s still hot, without sacrificing what’s left of its theatrical run.
Full details on the digital and physical release can be found here.
